Lidl Malta, the leading supermarket chain in Malta, launched its new advertising campaign “Magical Christmas”, with a short film featuring a cute raccoon as protagonist. The entire creative concept revolves around this character who, thanks to his altruism and generosity, saves a children’s Christmas by bringing the magic of holidays back into his family. Through his courageous actions, the raccoon becomes the personification of an important message: even small gestures can make a big difference.

The campaign, airing from last week, represents a new approach for Lidl’s communication as it focuses on the emotional content of the commercial, with the aim of celebrating the values of friendship, family and sharing. In addition to this new approach, for the first time ever, Lidl is launching at an international level a Christmas campaign, developed by the marketing department of the parent Company. The department did this in collaboration with some national offices where the brand is present, with the aim of spreading a strong message globally. With this initiative, Lidl wants to wish everyone a special Christmas, to be enjoyed joyously, thanks also to the quality and accessibility of the chain’s offer. In difficult economic times, as we might be facing, Lidl offers its customers the possibility of a bountiful festive meal and magical gifts under the Christmas tree.

The media planning for the campaign involves all media channels: television, radio, leaflets, digital and social media. A mix of formats, from the 60-second spot to shorter cuts, designed to be effective on all the different communication platforms. “Christmas is the most special time of the year, and Lidl wants to ensure that this magical holiday is accessible to everyone. This year’s advertising campaign tells the story of how small gestures can often give rise to special moments. In fact, through its altruism, the raccoon in the short film saves the Christmas of a family, and the moment is one of joy and sharing thanks to the protagonist and the Lidl products to enjoy. Our customers will have the opportunity to meet the heroic raccoon off-screen as well by purchasing it in our stores, in the form of a cuddly plush toy”, commented Lidl Malta management.

The full campaign video is available on the Lidl Malta YouTube channel at the following link.